Buyer Behavior & Psychology in Wine & Spirits

I work at a small business wine shop in a local Miami Beach community. We are a small, mom-and-pop shop so the employees are literally the owner and I. I came into this business as green as can be, and over the four years I have been there, I have noticed how important marketing is not only for our small business but also for the many brands in the wine and spirits world. 


Buyer behavior is literally what the buyer does. Working at this small business, I notice what buyers do fairly quickly. On the other hand, realizing why they do what they do was way harder to understand at first, especially since I knew nothing about the industry. This is where buyer psychology comes in.

The buyer psychology in the wine & spirits world is based more on emotions and feelings. But what about those emotions? When buying a bottle of wine, tequila, or vodka the enthusiast might care about the quality of the product. The casual buyer mainly cares about the experience that comes with buying a bottle from a certain brand. 


Learning this, at our location the owner and I found out, it is harder to introduce new brands because most of the clientele/audience that shops at our store is a combination of casual and enthusiast buyers. The same may not apply for different areas of South Florida. So we keep SOME boutique, scarce, small-scale, or niche brands while also keeping the most popular products in inventory. 

While I did mention that this works for our store and it may not work at other locations in Florida or even the world, most of the buyer psychology within the wine and spirits world in the United States is based around a lifestyle that comes with the product instead of the product itself. I think it’s interesting because the quality of the product is not necessarily a “make-or-break” X factor but more like an extra pro or con.

All in all, understanding buyer behavior and psychology can help introduce new and existing products to your target audience. Learning what your target audience and clientele likes and doesn’t like is crucial for the success of a small business.


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